Slice of Life
Another approach which is extremely common, is Humor. This approach is great at generating attention for your product or service. Many brands choosing to use humor have hit or miss advertisements, which is why it is crucial to ensure you are protecting your brand image at the same time.
Mood/Affect is another common approach to advertising. This is where you set the tone around your offering in the advertisement. If you are a high-end hotel, you would want to use very scenic, extravagant imagery and backgrounds for the ad.
Research Based is often used in ads that will compare their product to competitors. Using evidence that a characteristic of you product outperforms another is very common. Car commercials constantly inform viewers that their car is the best in class, safest, or other characteristics.
Musical approaches can be used to psychologically connect with viewers. Many times, songs are played in the background throughout an ad campaign, and by the end of the campaign the song is considered household. People may not realize it but they are being influenced by the music.
Another way to get a leg up on your competition? Find an Endorser! Find a recognizable figure and place them in a position of authority while supporting your product or service. Athletes and celebrities are in endless ads and can provide a boost to due the large exposure rates they can generate.
Lifestyle approaches also have a great connection with viewers. Everyone attempts to picture how a product will fit into their lifestyle. Car, alcohol, and jewelry companies all try to frequently display how a customers lifestyle will be using their product. This lifestyle often ties in very closely with the brand image you have developed too.
Some companies will use a Fantasy Creation to show how it would be if a customer were using their product. Bud Light has recently used this tactic very well in its “Down for Whatever” ad campaign. They show people drinking Bud Light, resulting in a good time to persuade viewers that that’s what it is like.
Now that we’ve touched upon some common approaches for advertising execution, let’s look at the positives and negatives of certain channels. Every channel will have an effect on your company, however you may not need to utilize all of them at once. Budget, frequency, and campaign length all will play a role in which channels you ultimately choose.
So there you have it! Some common advertising approaches as well as the positives and negatives of some of the most used marketing channels. Take a look at your advertising and see where you think you could improve! Combine a multi-channel approach while speaking the same brand message for maximum exposure and interaction.